Marketing Research Seminar - "Just Smell It! The seductive power of scent elaboration on brand perception & purchases" - Agnieszka Dabrowska-Leszczynska (HEC Lausanne)
Scent elaboration can be a powerful tool to enhance brand perception and sales. Two lab studies and a field study show that an augmented scent elaboration (i.e., the extent that people can deliberate over a scent) increases consumers’ brand perception and sales, especially among older consumers. The results encourage to openly and assertively promote ambient scents and not hide them from consumers’ attention. We call for further investigations of attentive scent elaboration in the marketplace.
Thursday 28 June 2018 (11h45 - 13h00) - Anthropole - 3068